Ritza
“Marketing as Education”
Core service
We produce long-form highly-technical articles as a service (for example, programming tutorials).
Readers love these because they can learn how to solve their problems, for free.
Businesses love these, because it exposes readers to their solutions, and wins their customers’ trust. We are a direct alternative to targeted digital advertising.
Instead of building an in-house publishing team, or contracting out to freelancers, businesses choose us for higher quality at a lower price.
Digital marketing is not sustainable
Some people claim that we are in an “AdTech” bubble.
Even if not true, growing business through targeted digital advertising is not sustainable.
“Content marketing” is a response to this, but it is inadequate. Most content marketing is bad.
Imagine if we put 10% of marketing budgets towards something that actually makes the world a better place
(real) content marketing
Companies like DigitalOcean, Transferwise have properly adopted content marketing
They have in house editorial teams (mini publishing houses) to push out really high quality education content, which is often highly technical in nature.
Everyone wants “in” on this, but few have the resources to make it work. Instead, we see many “fluff” articles - high frequency publishing, poor quality, listicles, etc produced by a single marketing person instead of a team.
What is Ritza?
Ritza is not a freelancer marketplace. It’s something new. We produce content in a niche: highly technical articles that aim to educate the reader. We are similar in some ways to a content marketing agency, but with a client experience more like a SaaS product.
The client buys a monthly subscription ($5000/month).
In return, we give the client 5000 words (articles, blog posts, or technical tutorials) every month.
In the background, our technical experts have gained a deep understanding of the clients’ product or services. We have worked out who their potential customers are and what their potential customers want to learn. We produce content that will delight these potential customers.
We publish the content with our clients’ name on it (on their blog or on our publishing platform). Some percentage of readers will buy the clients’ product or service.
Ritza: Technology
Client: wants to publish regular articles on company blog to attract customers
Ritza: “External platform”.
Website, checkout flow and content dashboard.
Ritza: “Internal platform”
Pipeline of articles being worked on, automatic text improvement
Full time writer
Full time editor
Full time quality assurance
Ritza is powered by two platforms: an external platform which makes getting technical content as easy as signing up and buying a content subscription by card and an internal platform which allows writers, editors, and QAs to easily collaborate on creating the world’s best technical content.
Technology details
We can scale the production of high quality content thanks to innovative technology. From a client’s perspective, we are the “Stripe of Technical Content”. From our writers’ perspectives, we offer a unified writing and publishing platform
External platform
Website, online payments, and customer dashboard. Through the dashboard, the customer can request specific articles and download the completed articles
Internal platform
Writers can write, editors can edit, and designers can design. All are working on the same article, but each uses unique tools for the speciality. The internal platform includes a Grammarly-like checker
What are the existing options for our clients
If you run a business and you want content for your blog to attract clients, you currently have the following options.
Build your own in house team
Hire your own writers, editors, and publishing experts
Expensive, not your area of expertise, can’t use all to capacity
Hire a freelancer or freelancers
Go to a platform like Fiverr and hire someone to write articles for you
Difficult to vet, need to be managed, quality not good, time consuming to find new people when needed
Hire an agency or outsource
Use a content agency like The Growth Machine
Expensive, usually no technical understanding of your product, will sell you “SEO Hacks”, long onboarding process,
Buy a subscription from Ritza
Use us.
Affordable, strong technical understanding of your product, spends 95% of effort writing and publishing high quality content,
Business model
Ritza employs full time writers, editors, and designers in lower cost markets (mainly South Africa). English proficiency and expertise are abundant, but living costs remain low. All employees work 20h/week unlocking talent that does not want or cannot commit to a 40h work week.
Each employee earns a fixed salary of $1000-2000/month (above average in SA).
Each writer can support 3-4 clients. Each editor and designer can support 10+ clients.
After gaining just 4 clients, Ritza will be making $20000/month in revenue, able to support 2 writers, 1 designer, and 1 editor.
The team
Answer the question, “Why are we the ones to solve the problem we identified?”
Gareth Dwyer
Technical Writer
Technical Expert
Account Manager
Founder
Ex AWS, Startup CTO, MSc, MA
Gareth in a experienced engineer and published author
Technical expert with some writing experience (formal or informal)
Quality assurance to check that the writer’s code is bug free and that tutorials can be followed from start to end without errors.
Keeps in contact with clients to ensure we understand their needs and goals.
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Milestones
Show where you are in the process and what’s left to tackle
2013
2014
2015
2016
2018
2019
Wrote first paid tutorial
Published video course with PacktPub
Published book with PacktPub.
Grew article collection, started receiving cold requests for articles.
Significantly increased writing rates
Wrote first articles in collaboration with others, making margin
2013 | | 2014 | 2015 | | 2016 | | | 2018 | 2019 | | |
Competitors
Financing and growth
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